Trade Dress

What is Trade Dress and Why Does It Matter?

a row of Coca-Cola bottles showing the progression of the bottle design through the years

You are probably familiar with the importance of having a distinctive and recognizable brand name, logo, slogan, or symbol that identifies your products or services in the market. These are examples of trademarks, which are a form of intellectual property that protect the goodwill and reputation of your business. But did you know that trademarks can also cover the visual appearance of your products or services, such as the design, shape, color, packaging, or even the decor of your store or restaurant? This is known as trade dress, and it can be a valuable asset for your business as well.

What is Trade Dress?

When you think of trademarks, you probably think of words, logos, slogans, or symbols that identify and distinguish the source of goods or services. For example, you can easily recognize the golden arches of McDonald’s, the swoosh of Nike, or the slogan “Just Do It”. But did you know that trademarks can also include the appearance of a product or its packaging? This is called trade dress, and it is a form of intellectual property that protects the commercial look and feel of a product or service.